Alex Hormozi has cracked the code to building businesses using a content funnel. That means he understands digital advertising, organic content and business operations in a way that we would all benefit from, if we could just look past the way he dresses, GI-Joe muscles, and blunt manner of speaking.
Hormozi and I are both products of haughty Baltimore prep schools. His was the snootier institution, same place Luigi Mangione attended. Mine was more like a money laundering scheme for college lacrosse recruiting.
We are the same age, we played tennis together, my wife went to Vandy with him, and my roommate out of college was his best friend. I do not claim to know him well, but I have been able to admire his entire saga go down from the start.
I have the same relationship with Alex Hormozi that Proximo had with Marcus Aurelius
During my relationship with each of the 49 influencers that we manage at Freddy Media there is inevitably a moment where they snap and quote Alex’s content strategies at me like scripture. He is their GOAT.
When I suggest something off brand to George Saliba, Russ Flips Whips, Javuan Banks, Chris Koerner, Brian Mello, Moving Merch or Braiden Shaw, I am told, “Hormozi wouldn’t do that Jon” and I am yet to find a good comeback to that.
Despite our high school rivalry and my talent turning down brand deals because of his principles, I am mesmerized by what Alex Hormozi has built. Here are some of his insights that you can implement in your own career:
Hormozi Principle 1: Create Content
Publishing content for your business is the best way to drive leads and develop a personal brand that will make your life easier, but you have to do it right. Alex advocates something that is counterintuitive, but has been the biggest unlock to my career. Give value by giving away all of your “secrets”.
Everyone thinks their strategies are sacred and copycats would remake the secret sauce themselves if they knew how you closed deals, packaged offers, built a software etc. Alex is here to tell you, they won’t. In fact, they will hear about your offers or insight through that content, realize that sounds like a lot of work, then reach out to you and ask you to do it for them. Give away your insight for free, it comes back 100x.
Imagine that you are a realtor who gets all of their referrals from the biggest divorce attorneys in town because you discovered long ago that high net worth individuals are most willing to use a new realtor after going through a divorce. Would it be smart to keep your honey hole top secret, and not tell anyone about your special lead gen that only you have discovered?
Alex thinks not. Instead, you should be publishing about all the things newly divorced people should be considering while they shop for their next home. Tell them how to obtain financing (even if they have been a stay at home parent for a long period), how much they can spend relative to their settlement, and expand your network of influence beyond the attorneys directly to the social channels. Worrying about other realtors copying you is small thinking.
Hormozi Principle 2: Nail the Offer
Alex thinks every business concept can scale to $100M, Hope mine can
When you are serving an ad to someone, it must compel them to say yes. Alex wrote a book called $100M Offers that he gives away for free, so this guy aint messing around. The subtitle is how to make offers so good that people feel stupid saying no. He lays out a roadmap to develop your perfect offer. First, identify the dream outcome, list the problems customers face, then the solutions, think of the possible bundles, and finally trim/stack based on deliverability and scale.
Let’s draw a parallel to a recent brand success, Slate Auto.
These guys discovered a dream outcome, a cool car that is cheap. So, they built the Spirit Airlines of EV’s and the thing costs $20k after the EV tax credit. That’s less than my golf cart that I plan on selling when my Slate arrives. They accomplished the pricing by deleting common vehicle features like touchscreens, reverting back to clunky dials and rollup windows. They knew cars were too expensive for modern consumers, and figured out how to get them to a price point people would feel stupid passing on.
I am still mad that Slate didn’t hire a Freddy Media creator for their launch, wtf
They created great paid advertisements, and 100,000 consumers, including yours truly signed up to purchase one within two weeks because the content funneled directed to a refundable deposit page. They market continuously to the deposit list while waiting 12 months for the vehicle, offering merch to verify that you are still good for the $20k.
The math here is beautiful, use the $50 deposit to pay for a tee shirt that the customer feels like they got for free! They have tricked you into paying for your own lead qualification.
Slate didn’t own their audience because they were a startup, so they rented the relevant following of influencers like Christina Roki and Mobile Momma.
They also built options aka bundles to make their car appealing, so they can gain margin when a customer adds roof racks, rear seats, custom wrapping etc.
They Hormozi’d cars.
Hormozi Principle 3: Focus
You can likely only become world class at one thing, go all in at becoming great at it.
This week on his podcast, Alex said that “not wanting something is as good as having it”
I couldn’t agree more. The indifference to luxury, bad habits like drinking, and chasing the shiny object are what grant us the power to devote ourselves entirely to the things we know that we truly care about. For me it is my wife and daughters, living at the beach, and building a creative business.
At the close of everyone month, when we come out in the black, and I made more than I ever made working for someone else, it almost makes me love my piece of shit 2018 Highlander with 100k miles more because I know that if I bought the new BMW while I was an enterprise software sales rep or dealership general sales manager, bootstrapping my own business would have been a little bit harder.
BREAKING NEWS: Alex Hormozi just liked AND commented on my Linkedin post teasing this article while I am writing it. Newsletter is over, I think he’s my new best friend.
